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Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries

Swaminathan, V and Sorescu, A and Steenkamp, JBEM and O’Guinn, TCG and Schmitt, B (2020) Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries. Journal of Marketing, 84 (2). 24 - 46. ISSN 0022-2429

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Abstract

Technological advances have resulted in a hyperconnected world, requiring a reassessment of branding research from the perspectives of firms, consumers, and society. Brands are shifting away from single ownership to shared ownership, as heightened access to information and people is allowing more stakeholders to cocreate brand meanings and experiences alongside traditional brand owners and managers. Moreover, hyperconnectivity has allowed existing brands to expand their geographic reach and societal roles, while new types of branded entities (ideas, people, places, and organizational brands) are further stretching the branding space. To help establish a new branding paradigm that accounts for these changes, the authors address the following questions: (1) What are the roles and functions of brands?, (2) How is brand value (co)created?, and (3) How should brands be managed? Throughout the article, the authors also identify future research issues that require scholarly attention, with the aim of aligning branding theory and practice with the realities of a hyperconnected world.

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Details

Item Type: Article
Status: Published
Creators/Authors:
CreatorsEmailPitt UsernameORCID
Swaminathan, Vvanitha@katz.pitt.eduVAS40000-0002-8752-8881
Sorescu, A
Steenkamp, JBEM
O’Guinn, TCG
Schmitt, B
Date: 1 March 2020
Date Type: Publication
Journal or Publication Title: Journal of Marketing
Volume: 84
Number: 2
Page Range: 24 - 46
DOI or Unique Handle: 10.1177/0022242919899905
Refereed: Yes
ISSN: 0022-2429
Date Deposited: 08 Apr 2020 12:58
Last Modified: 01 Apr 2021 09:55
URI: http://d-scholarship.pitt.edu/id/eprint/38627

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